‘Social capital’ and ‘cultural infusion’: how brands can engage Australia’s millennials

Dion Appel

This article explores concepts of 'social capital' and cultural infusion as key elements of brand resonance among Australian millennials, and how marketers can best achieve these.

'Social capital' and 'cultural infusion': how brands can engage Australia's millennials

Dion Appel DDB Melbourne

In Australia, 15- to 35-year-olds are currently spending $67 billion every year and in ten years' time will make up 75% of the workforce. By 2025, their spending will be pushing $100 billion annually.

Some brands have tripped up by treating Australian millennials as one homogeneous group, but they are not. There are also fundamental differences between this generation and the previous and as a result the way we make meaningful connections with this group is significantly different.

Brands can build engagement among Australian...

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